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WhatsApp Introduces Flows For Improved In-App Shopping
The company plans to build rich experiences for other business types, too.
WhatsApp is improving shopping experiences for both e-commerce merchants and their customers through a new feature called Flows. The add-on lets WhatsApp users complete tasks such as booking a seat on a flight or making an appointment without leaving the messaging app.
When using Flows, merchants will benefit from tools such as text boxes, calendars and a seat picker. These features will allow e-commerce companies to build rich experiences while improving booking and payment workflows. The Flows support page gives multiple examples of how the new service can be used, including booking appointments, product customization, account logins, form filling, and signing up for events.
WhatsApp said it had been testing Flows with businesses including Brazilian bank Banco Pan, retailer MagaLu, tech giant Lenovo, Indian travel service redBus, and car-reselling platform Spinny.
“Shopping and e-commerce is one of the biggest verticals we want to focus on. The goal is to enable business messaging in a way that businesses and people can do a lot more right in the chat thread. We are trying to build rich experiences within the chat, and that’s where Flows comes in,” said Nikila Srinivasan, Meta’s VP of business messaging.
Flows will become available over the coming months, and Meta will not initially charge merchants separately for the service. Currently, only e-commerce businesses can utilize Flows’ features, though WhatsApp has plans to develop rich experiences for other business verticals as well.
Also Read: A Guide To Digital Payment Methods In The Middle East
Earlier this year, WhatsApp’s business app surpassed the 200 million monthly active users mark. The messaging company said it had also started testing a personalized messages feature for merchants, which was announced this June. The service lets businesses send custom notifications such as discounts or offers to select patrons.
News
Rabbit Expands Hyperlocal Delivery Service In Saudi Arabia
The e-commerce startup is aiming to tap into the Kingdom’s underdeveloped e-grocery sector with a tech-first, locally rooted strategy.
Rabbit, an Egyptian-born hyperlocal e-commerce startup, is expanding into the Saudi Arabian market, setting its sights on delivering 20 million items across major cities by 2026.
The company, founded in 2021, is already operational in the Kingdom, with its regional headquarters now open in Riyadh and an established network of strategically located fulfillment centers — commonly known as “dark stores” — across the capital.
The timing is strategic: Saudi Arabia’s online grocery transactions currently sit at 1.3%, notably behind the UAE (5.3%) and the United States (4.8%). With the Kingdom’s food and grocery market estimated at $60 billion, even a modest increase in online adoption could create a multi-billion-dollar opportunity.
Rabbit also sees a clear alignment between its business goals and Saudi Arabia’s Vision 2030, which aims to boost retail sector innovation, support small and medium-sized enterprises, attract foreign investment, and develop a robust digital economy.
The company’s e-commerce model is based on speed and efficiency. Delivery of anything from groceries and snacks to cosmetics and household staples is promised in 20 minutes or less, facilitated by a tightly optimized logistics system — a crucial component in a sector where profit margins and delivery expectations are razor-thin.
Despite the challenges, Rabbit has already found its stride in Egypt. In just over three years, the app has been used by 1.4 million customers to deliver more than 40 million items. Revenue has surged, growing more than eightfold in the past two years alone.
Also Read: Top E-Commerce Websites In The Middle East In 2025
CEO and Co-Founder Ahmad Yousry commented: “We are delighted to announce Rabbit’s expansion into the Kingdom. We pride ourselves on being a hyperlocal company, bringing our bleeding-edge tech and experience to transform the grocery shopping experience for Saudi households, and delivering the best products – especially local favorites, in just 20 minutes”.
The company’s growth strategy avoids the pitfalls of over-reliance on aggressive discounting. Instead, Rabbit leans on operational efficiency, customer retention, and smart scaling. The approach is paying off, having already attracted major investment from the likes of Lorax Capital Partners, Global Ventures, Raed Ventures, and Beltone Venture Capital, alongside earlier investors such as Global Founders Capital, Goodwater Capital, and Hub71.
Rabbit Expands Hyperlocal Delivery Service In Saudi Arabia
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